for Wӧrwag

Update: 10.07.2023

Last week: 26 week 2023 (26.06.2023 - 02.07.2023)

Last full month: June 2023

STRATEGIC VIEW

MAGNEROT

-8,6% volume (YTD) / -5,7% value (YTD)

In May-June, after the end of the seasonal advertising campaign, the sales baseline was set at around 39,000 packs per week - an increase of 3,500 packs per week compared to weekly sales of May-June last year

Today, let's turn your attention to one of the most powerful sources - ”sales by the piece”. As of March 2022, the Ministry of Health has officially allowed the sale of medicines by blister, sachet, ampoule, etc:

https://pharmmedprom.ru/news/minzdrav-razreshaet-aptekam-prodavat-lekarstva-nepolnoi-upakovkoi

Now “piece-by-piece sales” have become a lifeline for many high-priced brands (with declining real income, distribution compression and stopping media investment)

Of those brands that we know for sure (based on OFD receipts) - Essenciale (by blister), Antigrippin (by sachet), Nimesil (by blister), Microlax (by tube)

MagneB6 #180 - the brightest case of the pharmaceutical market in 2022

All indications are that Sanofi made a bet on this sku (keeping in mind the "piece-by-piece" experience of Essenciale #180 and the Ministry of Health's new rules):

A drastic distribution boost just from March 2022
75%+ sold in the regions
The price of a blister of pack #180 (164 p) is a third cheaper than that of pack #60 (212 p). And cheaper than generic MagnelisB6 - this is an extremely important price point!

Finally, the latest category news. As of week 25 (19.06-25-06), an ad for Dr. Theiss' brand Sudoroginum with magnesium B6 has aired - in the same commercial as Dolgit, the leader in the NSAID category

As a result, the TV ad generated 15,000 searches per week on Yandex. But the lack of distribution (DSM penetration index = 1 out of 100) yields minimal sales – 250-350 packs per week

BRAND PORTFOLIO PERFORMANCE

One-pager

Time period	Volume, packs	Change, %	MS Volume	Change, p.p.	Value, rur	Change, %	MS Value	Change, p.p.	Cat. Volume Change, %
MAGNEROT
WoW	40 371	-3.8%	20.4%	0.4	29 678 086	-5.0%	19.7%	0	-5.6%
MoM	169 737	1.2%	20.0%	1.1	127 041 485	0.3%	19.8%	0.6	-4.5%
YTD	1 037 214	-8.6%	18.4%	1.6	781 726 414	-5.7%	18.7%	1.4	-16.6%
MAT	2 034 071	-4.7%	18.0%	1.1	1 528 190 154	5.3%	18.6%	1.4	-10.4%
MILGAMMA COMPOSITUM
WoW	12 295	-5.6%	41.6%	-0.3	13 757 198	-6.2%	62.9%	-1	-5.0%
MoM	53 236	-3.1%	41.2%	0.8	60 203 708	-1.3%	63.0%	0.4	-5.1%
YTD	336 835	57.2%	39.8%	7.9	373 197 927	29.3%	60.8%	-1.3	25.9%
MAT	665 133	17.7%	41.0%	-1.5	743 603 197	16.5%	63.9%	-7.6	22.1%
ZINKIT
WoW	2 039	-16.7%	5.0%	-0.5	1 407 077	-17.5%	6.0%	-0.7	-8.9%
MoM	10 374	-18.2%	5.4%	-0.5	7 218 349	-17.6%	6.6%	-0.8	-10.8%
YTD	100 220	-53.6%	7.0%	-2.5	69 268 157	-51.5%	8.6%	-3.8	-36.8%
MAT	222 972	-52.0%	7.9%	-2	153 898 089	-49.8%	9.8%	-3.6	-39.7%

YTD

Brand	Volume, packs	Change, %	MS Volume	Change, p.p.	Value, rur	Change, %	MS Value	Change, p.p.	Cat. Volume Change, %
MAGNEROT	1 037 214	-8.6%	18.4%	1.6	781 726 414	-5.7%	18.7%	1.4	-16.6%
MILGAMMA	336 835	57.2%	39.8%	7.9	373 197 927	29.3%	60.8%	-1.3	25.9%
ZINKIT	100 220	-53.6%	7.0%	-2.5	69 268 157	-51.5%	8.6%	-3.8	-36.8%

MAT

Brand	Volume, packs	Change, %	MS Volume	Change, p.p.	Value, rur	Change, %	MS Value	Change, p.p.	Cat. Volume Change, %
MAGNEROT	2 034 071	-4.7%	18.0%	1.1	1 528 190 154	5.3%	18.6%	1.4	-10.4%
MILGAMMA	665 133	17.7%	41.0%	-1.5	743 603 197	16.5%	63.9%	-7.6	22.1%
ZINKIT	222 972	-52.0%	7.9%	-2	153 898 089	-49.8%	9.8%	-3.6	-39.7%

WoW

Brand	Volume, packs	Change, %	MS Volume	Change, p.p.	Value, rur	Change, %	MS Value	Change, p.p.	Cat. Volume Change, %
MAGNEROT	40 371	-3.8%	20.4%	0.4	29 678 086	-5.0%	19.7%	0	-5.6%
MILGAMMA	12 295	-5.6%	41.6%	-0.3	13 757 198	-6.2%	62.9%	-1	-5.0%
ZINKIT	2 039	-16.7%	5.0%	-0.5	1 407 077	-17.5%	6.0%	-0.7	-8.9%

MoM

Brand	Volume, packs	Change, %	MS Volume	Change, p.p.	Value, rur	Change, %	MS Value	Change, p.p.	Cat. Volume Change, %
MAGNEROT	169 737	1.2%	20.0%	1.1	127 041 485	0.3%	19.8%	0.6	-4.5%
MILGAMMA	53 236	-3.1%	41.2%	0.8	60 203 708	-1.3%	63.0%	0.4	-5.1%
ZINKIT	10 374	-18.2%	5.4%	-0.5	7 218 349	-17.6%	6.6%	-0.8	-10.8%

REFERENCE (RUS)

ОБОЗНАЧЕНИЯ

WoW - Week Over Week - показатели для сравнения результатов текущей и предыдущей недели

MoM - Month Over Month - показатели для сравнения результатов последнего полного месяца и предыдущего полного месяца

YTD - Year to Date - показатели для сравнения результатов за период времени, начинающийся с первого дня текущего календарного года до текущей даты с результатами за сопоставимый период прошлого года

MAT - Moving Annual Total - показатели для сравнения результатов за период 12 месяцев, с датой окончания на последней доступной неделе, с результатами за сопоставимый период прошлого года

MS - Market Share - Доля рынка = (Продажи бренда / Продажи категории)*100%

Change, % = (Продажи бренда за последний период / Продажи бренда за предыдущий период - 1)*100%

Change, p.p. = Доля бренда на рынке за последний период - Доля бренда на рынке за предыдущий период (выражается в процентных пунктах)

Cat. Volume Change, % = (Продажи категории в упаковках за последний период / Продажи категории в упаковках за предыдущий период - 1)*100%

Каждая категория собрана специально для каждого бренда и включает в себя бренд и его конкурентов

Список конкурентов можно найти в разделе "MS of competitors" в блоке каждого бренда

REFERENCE (ENG)

ABBREVIATIONS

WoW - Week Over Week - indicators for comparing the results of the current and previous week

MoM - Month Over Month - indicators for comparing the results of the* last full month* and previous full month

YTD - Year to Date - indicators for comparing the results of the period of time beginning the first day of the current calendar year up to the current date with the results of the comparable period last year

MAT - Moving Annual Total - indicators for comparing the results of the period, being 12 month period ending on the last week with the results of the comparable period last year

MS - Market Share - (Brand Sales / Category Sales)*100%

Change, % = (Brand Sales of the last period / Brand Sales of the previous period - 1)*100%

Change, p.p. = Brand Market Share of the last period - Brand Market Share of the previous period (expressed in percentage points)

Cat. Volume Change, % = (Category Sales in packs of the last period / Category Sales in packs of the previous period - 1)*100%

Each category is created specifically for each brand and includes the brand and its competitors

The list of competitors can be found in the subsection "MS of competitors" in sections for each brand

MAGNEROT

VALUE & VOLUME DYNAMICS

VOLUME

VALUE

MS VOLUME

MS VALUE

SKU VOLUME DYNAMICS

VOLUME MAT

VOLUME YTD

VOLUME WoW

VOLUME MoM

MEDIA COSTS vs SALES (monthly)

Total Sales

## [1] "MAGNEROT"

SKU #1

## [1] "MAGNEROT TABS 500 MG #100"

SKU #2

## [1] "MAGNEROT TABS 500 MG #20"

SKU #3

## [1] "MAGNEROT TABS 500 MG #50"

TRPS vs SALES (weekly)

Total Sales

## [1] "MAGNEROT"

SKU #1

## [1] "MAGNEROT TABS 500 MG #100"

SKU #2

## [1] "MAGNEROT TABS 500 MG #20"

SKU #3

## [1] "MAGNEROT TABS 500 MG #50"

MS OF COMPETITORS: MAGNESIUM PREPARATIONS

MS VOLUME (weekly)

MS VALUE (weekly)

MS VOLUME (monthly)

MS VALUE (monthly)

MILGAMMA COMPOSITUM

BRAND VALUE & VOLUME DYNAMICS

MS VOLUME

MS VALUE

VOLUME

VALUE

SKU VOLUME DYNAMICS

VOLUME MAT

VOLUME YTD

VOLUME WoW

VOLUME MoM

SALES (monthly)

Total Sales

## [1] "MILGAMMA"

SKU #1

## [1] "MILGAMMA COMPOSITUM COATED TABLETS 100 MG+100 ML #30"

SKU #2

## [1] "MILGAMMA COMPOSITUM COATED TABLETS 100 MG+100 ML #60"

SALES (weekly)

Total Sales

## [1] "MILGAMMA"

SKU #1

## [1] "MILGAMMA COMPOSITUM COATED TABLETS 100 MG+100 ML #30"

SKU #2

## [1] "MILGAMMA COMPOSITUM COATED TABLETS 100 MG+100 ML #60"

MS OF COMPETITORS: B vitamins IN CAPSULES (OTC & Nutr. Suppl.)

MS VOLUME (weekly)

MS VALUE (weekly)

MS VOLUME (monthly)

MS VALUE (monthly)

ZINKIT

VALUE & VOLUME DYNAMICS

VOLUME

VALUE

MS VOLUME

MS VALUE

SALES (monthly)

Total Sales

## [1] "ZINKIT"

SKU #1

## [1] "ZINKIT EFFERVESCENT TABLETS 10 MG 4,5 G #20"

SALES (weekly)

Total Sales

## [1] "ZINKIT"

SKU #1

## [1] "ZINKIT EFFERVESCENT TABLETS 10 MG 4,5 G #20"

MS OF COMPETITORS: ZINC PREPARAIONS (OTC & Nutr. Suppl.)

MS VOLUME (weekly)

MS VALUE (weekly)

MS VOLUME (monthly)

MS VALUE (monthly)

REFERENCE

[RUS] ОБОЗНАЧЕНИЯ

WoW - Week Over Week - показатели для сравнения результатов текущей и предыдущей недели

MoM - Month Over Month - показатели для сравнения результатов последнего полного месяца и предыдущего полного месяца